Small Business Coaching Blog - Client Attraction

The Client Attraction Blog

What is your personal brand?

Fabienne Fredrickson
May 29, 2015

You may not realize it, but people don’t just work with you because of your splashy (or not) business brand.

Many, actually most, will actually hire you or buy your products because of how you show up in the world, meaning, what you stand for and who you are as a person. That’s called your personal brand and it’s where the big bucks are.

Do you know what yours is yet? How are you strategically using it online? This new 4-minute content video I put on my blog will show you how to craft yours authentically:

Enjoy! If you liked this video, share it with your network by clicking the links to the left.

And in the comments below this video, I’d love to hear from you regarding your insights on this week’s topic. Please post your comment below, OK?

Hire assistants that will keep you sane

Fabienne Fredrickson
May 26, 2015

Hiring assistants is a big part of leveraging your business to grow faster. You can’t be everywhere or do everything yourself. At some point, you will not have the bandwidth or physical ability to get it all done alone. Many small business owners struggle with how to hire an assistant and what that person’s responsibilities should be.

I have found hiring mistakes tend to happen when you compromise on what you need from your staff. There are times when you get frustrated because you can’t find the exact mix of skills and personality you desire. As a result, you decide the person in front of you is good enough. Sometimes that is true, but other times it turns out to be a disaster.

My first assistant helped with a variety of tasks. This worked okay for a while, but did lead to frustrating situations. Trouble cropped up when I tried to have one person take on several different roles. Often one area would go well, while other responsibilities weren’t handled with the same excellence. Usually the person wasn’t wired to do both aspects of the job. Segmenting the roles and responsibilities was more effective.

I discovered that it’s natural for people to excel at certain tasks, which is why it makes sense to let them shine where they do a good job. Then, I would pass on other activities to people who are good at those things. As my business grew, I started hiring different assistants to handle very specific assignments.

This kept me sane, to tell you the truth. Even though it meant I had to oversee more staff members, it actually made things a lot easier for me. I didn’t have to teach anyone the skills sets – I hired people who already had them.

I put together a document for myself called Virtual Team Components. The list included each virtual assistant (VA), the job function they performed and duties expected of them. Here’s an example of possible job functions:

Virtual Team Components
VA #1: Operations Manager
VA #2: Client Contact and Client Relations Manager
VA #3: Technology Manager
VA #4: Membership Site Coordinator
VA #5: Social Media Manager, etc.

I call this “going vertical” in terms of organizing your staff and the jobs they perform. Allowing your people to focus on what they do well will help keep you sane in the whirlwind that is your business.

Your Client Attraction Assignment

If you are ready to start hiring assistants, take time first to segment the roles and responsibilities. You can start small and add more help as needed. Isolating the tasks will help you find the right person for each role rather than force fitting the VA to several job functions.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Stumped? Here’s the simple theory behind what causes confusion

Fabienne Fredrickson
May 19, 2015

Confusion-SmallNo matter what level of business you have achieved, chances are you will feel confused several times along the way. It happens throughout your business growth at nearly every substantial transition. I recently learned the theory behind why confusion sets in, which is what I’m going to share with you today.

First, let’s take the word confusion and imagine cutting into two pieces. You are actually confused when different concepts get fused together. This happens when your old paradigm is not fully integrated with your new paradigm. Your business model is “out of sorts” in a way and things are not aligned to work most effectively.

Your mind is made up of different parts. The Einstein brain is the right prefrontal cortex and the Frankenstein brain is the left prefrontal cortex. What happens when you are trying to multiply your business results? The lack of alignment triggers your Frankenstein brain, which includes your ego. That’s how the panic point or terror barrier gets activated.

This is where you start to doubt yourself. You might get tripped up as you realize you don’t have enough self-esteem, the knowledge or the resources you need. As a result, you can end up going in circles, feeling confused about what your next move should be. You might feel stymied, stuck and unsure of which way to go. So, you get stalled and stagnate until you can figure it out.

Another way to look at this problem is by thinking about your future self pulling you into the future while your past and ego are working to keep you where you are. You’re being pulled in two different directions. Or you might see this as an internal tug of war. This is why you end up going in circles, feeling confused and not sure how to find your way out or move forward.

When I look back at my own journey, this has happened every time I was about to get to the next big level. Not necessarily the small steps, but the really big jumps in growth and expansion. So, if this sounds terribly familiar, take heart. You may in fact be on the verge of a large growth spurt, bringing you to a totally new level never before achieved.

Keep in mind that everyone goes through this. People don’t move ahead without experiencing a little confusion. When the clarity finally shows up and the clouds clear, your self-esteem builds and you know what to do next. Congratulations for reaching this plateau and then moving on to reach new levels in your business life.

Your Client Attraction Assignment
If you are stuck and feeling confused, there are a few things to do to move past this phase. 1. Ask your accountability buddy (do you have one?) to see if he or she has any suggestions. 2. Speak to a mentor if you have one who might provide some insight for you. 3. Find a couple of books that can help you figure out a solution to your struggles. A little education can go a long way to clear up confusion.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Five steps for smooth employee transitions

Fabienne Fredrickson
May 12, 2015

EmployeeTraining-SmallAs a business owner, you have to make a lot of tough decisions. One of them is when to let someone go or hire someone new for your team. If you plan this well, you can create a system for employee transitions, having the person who is leaving actually train your new hire.

Let me share an example. One of my students followed this series of steps for bringing on a new social media manager.

1. Put training in the contract. In the employment contract, a new team member is made aware that part of the responsibility will be to train a replacement should you part ways. This sends a clear message that people will explain duties and responsibilities of the position before departing the company.

2. Create a checklist. Have your current team member develop a checklist for all training that will be covered. This will work like a table of contents and can go at the beginning of all documentation for the position. For social media, you would include how often to post on each platform, details if you use a scheduler, credentials and passwords, etc.

3. Write an operations manual. Have the employee write the operations manual for the position, explaining all duties and responsibilities. This must be specific, going over all the actual tasks they complete as part of that job. Now you’ll have a handbook so someone new can look up how to do a particular task. Documenting the duties is extremely helpful for creating a smooth transition between employees and having a reference guide once the transition has been completed.

4. Set up a calendar for upcoming projects. Have your new team member work with your outgoing employee to create a calendar of the projects that are coming up. This ensures everything is planned and organized so your new employee knows what needs to be accomplished without any gaps. For example, with social media, you can plan Facebook posts that cover promotional messaging, content sharing and posting of photos for a few months into the future.

5. Schedule web sessions. If your team is not on site, using software like GoToMeeting allows employees to share screens for training purposes. This is excellent hands-on training so the new hire can see exactly how things are done. Many people learn best by actually going through the steps.

Here are a number of safeguards to keep in mind:
• On occasion, when there is a problem with an employee, make sure there isn’t going to be a lot of animosity while training the new hire. If you pick up on this, you may need to rethink your training process.
• Watch over how the training is going. Ask your new hire if there are any unanswered questions.
• Make sure your operations manual document is locked, so that once it’s finished, no one can change it or sabotage the process.
• Be sure to review the manual to ensure everything is in there and nothing gets left out or overlooked.

Your Client Attraction Assignment
Do you have training or operations manuals for all the positions in your company? If not, make that one of the goals for your next 90-day plan. This is a big project for your employees, so be sure you give them enough time to complete it and do a thorough job.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Two key factors to keep in mind during your business expansion

Fabienne Fredrickson
May 5, 2015

Business Expansion-SmallWhen I talk to students who need to start leveraging or expanding their businesses, I often refer to where they are as being “in the soup.” It feels like you are swimming in a mess of things that need attention, and keeping your head above water (or the “soup”) is hard. This is a challenging time for most small business owners.

In addition to working with clients, you have all the back office work, and many owners say they are working practically 24/7. No one wants that! I’ve had students talk about losing friendships, not getting the exercise they need and not taking any time off. Or, they feel stressed out with no end in sight. This is when you know something has to change.

The shift begins as you get clear about your new direction. Maybe you want a system that automates a particular process or need to hire staff to create a team. Your business might require more structure for running certain programs. Sometimes business owners need to duplicate what they do so they can step aside to let the team handle day-to-day tasks and work on the bigger picture.

A team will help you stop working so hard “in your business” so you can start to work “on your business.” That’s where the business expansion really starts to show up. When you’re ready to leverage your business and create systems, your business requires two very important elements:

1. Planning
2. Patience

Plan your moves step by step
One way to ensure you start on the path to leveraging your business is to creat a 90-day action plan. After you decide on your goals, map out the steps to get the changes underway. That’s the beauty of planning. Once you define your direction, you can clearly see what needs to be done next.

Seeing what needs to get done is one thing… making it happen is another, and it can still feel overwhelming. Breaking your plan down into manageable pieces helps you feel these smaller steps are very doable. Take time to map out the steps so you can attack them one at a time. Your 90-day plan organizes the work, provides a time frame and gives you a date for completion.

Patience is more than a virtue
Executing your plan will take time. Creating systems and adding structure – these types of business changes don’t happen overnight. This is why patience is essential for you to carry out your vision for expansion. You cannot hurry the transition if you want it done well.

Your Client Attraction Assignment
My students in the Leverage Track of The Client Attraction Business School often have a buddy for support and accountability. When you share your 90-day plan with your buddy, you are making it real and putting it out there into the world. Find a friend who will help you stay on track (and you will do the same for him or her) so you both complete your 90-day plans.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

How to discuss long-term packages with prospects

Fabienne Fredrickson
April 28, 2015

Long-Term Packages Question - SmallSo, you have created your own proprietary system. Your clients work on one step, chapter or class at a time before progressing to the next. A system like this allows people to focus on and complete one segment, which is often needed before the next step can begin.

During your “get acquainted” calls with prospects, you might encounter questions about why someone needs to wait for weeks (or months depending on your program) to get all the steps. This is natural, because most people want to know everything as soon as possible. Yet, you know that’s not how your system works best.

My original proprietary program, The Client Attraction System, featured 10 steps. People were not be able to do step 10 until they had successfully implemented steps one, two, three, etc. all the way through nine. That’s how we now teach our curriculum of The Client Attraction Business School, So for example, you can’t put together marketing materials that pull the right people if you haven’t completed the section about identifying your ideal clients.

If I were to give students everything, all the steps upfront, they wouldn’t get the full benefit. They would get results, but not nearly as much as they would working through each section in chronological order. That’s why it’s important that I take students through this process in order.

If you have a system or long-term packages that work the same way, first describe your system and answer this objection before prospects even ask about it. Explain that you have created your step-by-step system for a reason. You found people need time to implement and see how each step builds on the one before it. Say something like, “The beauty of this program is that it provides a foundation to build on one step at a time.”

Learning one piece at a time helps people digest the material, act on it and get questions answered before moving forward. Getting ahead of yourself can make you feel confused and stressed.

People looking for a solution to a problem are in a rush to fix things. By including your description of how your system naturally builds step by step, you help prospects grasp how your program works and encourage them to get started right away. Following this formula will help you close more sales and get clients.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Five questions to ask yourself before your next sales promotion

Fabienne Fredrickson
April 21, 2015

SalesPromoDo you have a new marketing idea to promote your business? One of my students came to me with a great idea to promote her adventure company. She wanted to invite influential people from the area to experience her new local adventure for free. She figured these people would talk about the experience, which would create amazing word-of-mouth buzz and send her new customers.

The most important step in developing a promotional event like this one is to be very clear about your intentions right from the beginning. I recommend you take time to set a strategy by asking yourself these five questions:

1. What is my main objective for this promotional event?
You need to know what you want to get out of running the promotion. Maybe you want new customers or to bring in revenue. Perhaps your goal is to set up a referral system. Or you might want to create buzz and get influential people to talk about your promo across social media for strong social proof.

Get very clear on the reason why you are doing this promotion and spending money on it. Once you know why you are planning the promotion, then you can move forward with greater confidence that you are doing the right thing.

2. How much will the promotion cost?
Check out all the costs of creating a spectacular promotion and add them up. Think of everything including graphic design, printing, postage, hotel or room fees, virtual assistant time, food and beverage, flowers and decor, signage, tips, travel expense, etc. Don’t forget to add in something to cover your time so you get an accurate reflection of the true costs involved.

3. How many new customers would I need to cover the cost?
Getting clear on the numbers and what you need to break even is very important to your promotion’s success. This can be the difference between making and losing money. Figure out how many new clients you need to cover costs and then make that your goal.

4. If I charged a fee to cover my costs, what would that be?
Sometimes you can’t do a promotional event for free. Another option is to charge a nominal fee and tell people you are just covering costs, but not making money. Most people understand and will likely still want to attend, especially if this is a limited or “by invitation only” event. The more exclusive it sounds, the more people will want to attend.

5. What is the likelihood you’ll get the results you want?
Often business owners have a good idea if a promotion will deliver the results they want. Be extremely honest with yourself and think about the likelihood of success and the risks of the event. Taking calculated risks are frequently a big part of achieving new levels of income.

Your Client Attraction Assignment
Planning a marketing event can be a lot of fun, but don’t get lost in the creativity and excitement. First, make sure your idea is strategically sound. Answer the five questions above and check in with your accountability partner, mastermind group or a trusted colleague to be sure you’ve covered all the bases and thought of everything to create a successful sales promotion.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

How to reach out to joint venture partners

Fabienne Fredrickson
April 14, 2015

JointVenture-SmallWorking with joint venture (JV) partners is a powerful way to grow your business. You can recommend and promote each other to extend your exposure and the number of people who learn about what you do. This is a great addition to other traditional means of list building, like collecting names at speaking engagements and offering a free gift on your website.

A recommendation from another professional adds credibility when you are being introduced to a new group of potential clients. This helps prospects open up to what you have to say and makes them more willing to consider your offer.

A good JV partner has alignment with your business
For a successful partnership, you need to have several things aligned in your two businesses:

1. You share the same target audience
2. Your businesses are not competitive
3. You are both trying to grow your business
4. You have similarly sized businesses

Reach out to potential partners
After you have identified some potential joint venture partners, the question is how do you connect with them? Below I’ve shared three different methods and each one can work very well.

1. Introductions. The best way to connect with a potential new partner is to be introduced by someone you know in common. This helps break through any possible barriers and starts to build trust early. Check LinkedIn to find connections if none immediately come to mind.

2. Leverage your intuition. Email a person you feel would be a good partner and say something like, “I keep getting these intuitive hints that we should be talking. Not sure if you believe in that sort of thing, but if you are open to it, I’d like to jump on the phone for a few minutes to see what we’re supposed to do together.”

3. Offer to contribute. If you know someone running a program with a bunch of JV partners and you’d like to be included, email and simply ask, “I see that you are having a great telesummit and I’m open to being a contributor. If you’re open to that, I would love to talk with you. There may be a way I can reciprocate and we’ll see where it goes.”

At first this kind of contact may seem awkward to you. Don’t worry, because after a little practice, you’ll feel more comfortable. Your skills will improve as you reach out to people and start getting a good response. Not everyone will be open to your offer to work together, but you don’t need them all. A few good, committed partners will help you grow your business faster than you can on your own.

Your Client Attraction Assignment
What kind of partners would you like to work with? Take time this week to look at business owners who serve the same target audience. Investigate how they work and present themselves. Make a list of the best potential partners you’ve discovered and then start reaching out.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Three essential ways to avoid entrepreneurial burnout

Fabienne Fredrickson
April 7, 2015

Burnout-SmallAs a business owner working towards reaching the six-figure mark, you may run the risk of working yourself into the ground. This is particularly true for entrepreneurs as you revamp and tweak things to get to the next level. The problem is that when you work so hard that you start to burn out and deplete your energy, you actually can become “client unattractive” instead of “client attractive.”

Speaking for myself, when this happens I become cranky, resentful and sort of snappy… This is not the right energy or mindset for client attraction.

Here is the number one most important thing for you to realize as a self-employed individual:

There is no such thing as a completed to-do list.

Maybe this is possible in the corporate world, but it’s not for business owners. We always have more ideas about how to grow the company. That’s why it makes sense to follow these strategies to avoid overdoing things.

1. Set boundaries. When it’s getting late in the day and you are at the end of your rope, ask yourself, “Will anyone be harmed if I don’t complete this today?” This may sound like I’m going against my “no excuses” approach, but it’s different really…

Of course I want you to be willing to do what others are not willing to do and take the no excuses approach. The question is, “At what price?” You have a life, and you may have a spouse and children. Overtaxing yourself is not fair to anybody, especially you.

That’s why you must draw the line in the sand and have an end time to your day. At 5:30 or 6 or 7 P.M., you are done. Anything beyond this time will not be nearly as productive as you could be if you approached the task the next day after some rest. Make this end time non-negotiable and stick to it relentlessly.

2. Carve out time for business development. Sometimes the problem has to do with working in your business vs. working on it. That’s why I would rather carve out a day to focus on business development then try cramming it in late at night. In the end, overworking limits your ability to listen for the divine guidance you need. When you are too busy, you start ignoring the signs and gentle guidance. Set aside time to work on your business and separate this from your daily activities.

3. Understand your to-do list is never done. Sometimes you have to let yourself off the hook and the hardest boundary is often with yourself. Your to-do list will not get finished today – and that’s OK. If you rest and keep yourself energized, you’ll stay healthy and enthusiastic to tackle that list tomorrow. Your quality of life is very important. On occasion you may choose to work late, but not on a regular basis, so as to enjoy other aspects of life as well.

Your Client Attraction Assignment

Create a list of standards and terms of what you will accept for your life. Set boundaries and rules for yourself around these things and then stick to them to avoid burnout. It really is just as simple as that, and it will make all the difference in your quality of life.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

How to write great sales copy to attract clients

Fabienne Fredrickson
March 31, 2015

writing-smallThere is a certain degree of skill and nuance when it comes to writing sales copy that will attract clients. Finding out what makes great sales copy can dramatically change the number of people who convert from lookers to buyers. That’s why this is something worth learning about in a big way.

To make our lives easier at Client Attraction.com, we have followed a checklist of questions over the years that has been of tremendous help. The method gives you a model to work from and you can use it whether you are writing online copy, a sales letter or an email. In other words, it will help you no matter what the sales copy is for. This a great resource for understanding some of the key points to touch on when presenting your offer to prospects who are considering buying from you.

Go through this checklist of questions when you are writing great sales copy:
1. Who is your ideal client is and what matters to them?
2. What is the problem that keeps them up at 2am?
3. What are the different pain points regarding that problem they struggle with?
4. What solution would your ideal clients pay anything to get their hands on?

Lastly, keep in mind the end benefit of what you are selling. This is what people crave and what will help you attract clients. Don’t fall into the trap of talking about your method. Most people don’t care how you get them there nearly as much as that you can help solve their problem.

Your Client Attraction Assignment
Ready to write some sales copy? Do your homework of gathering all the information you need first before you get started. Using this checklist of questions will make the writing go so much more smoothly.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

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